Xbox funds dance show on 4Music

Xbox, the Microsoft console, has funded a dance-music TV show. It is to be shown on 4Music this Saturday as part of a partnership with Box TV and Bauer Media to promote the game Dance Central 3.

Xbox: funds dance show
Xbox: funds dance show

The programme, Rickie & Melvin’s Dance Central Battle, includes product placement. In it, the Kiss FM presenters Rickie and Melvin play the Dance Central 3 game.

Bauer will promote the programme via social media on Saturday to encourage viewers of The X Factor to watch 4Music at 10pm.

A wider deal, planned and bought by UM London, also includes Dance Central 3 sponsoring two hours of programming per day on the Box TV channels Smash Hits, Kiss, Heat TV, The Box and Kerrang!.

Andy Irving, the UK product marketing manager at Xbox, said: "Dance Central 3 is all about getting people on their feet, and what better way to do that than create a programme with the UK’s most popular dance music brands."

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published